Ahrefs:

Ideal for: In-depth keyword research, backlink analysis, content analysis, competitor research.

Key features:

• Site explorer for competitor research and backlink analysis.
• Keyword research tool for discovering low-competition, high-volume keywords.
• Content explorer to find high-performing content.
• Pricing: Starts at $99 per month.

Semrush:

Ideal for: All-in-one SEO including keyword research, on-page optimization, rank tracking, competitor analysis, content marketing.

Key features:

• Keyword research and rank tracking.
• On-page and technical SEO audits.
• Content optimization tools, including briefs and writing assistant.
• Competitive research and market analysis.
• Pricing: Starts at $119.95 per month.

Google Search Console:

Ideal for: Monitoring website performance, indexing, core vitals.

Key features:

• See impressions, clicks, average CTR, and average position for keywords.
• Identify pages that are not indexed or have errors.
• View Core Web Vitals (mobile usability, page speed) and recommendations for improvement.
• Pricing: Free.

Yoast SEO:

Ideal for: Optimizing WordPress and Shopify websites for SEO.

Key features:

• Real-time analysis of content for SEO improvements.
• Internal linking suggestions.
• Automatic schema markup for rich results.
• Pricing: Free version available, paid plans start at $99 per year.

Screaming Frog:

Ideal for: Technical SEO audits, crawling websites, identifying broken links.

Key features:

• Crawl websites of all sizes to identify issues.
• Find broken links, analyze site architecture, and view robots.txt.
• Schedule audits to track website improvements over time.
• Pricing: Free version with limited features, paid plans start at £149.00 per year.

Buzzsumo:

Ideal for: Content research, identifying trends and topics, finding influencers.

Key features:

• Discover trending content and topics.
• Identify viral marketing ideas and questions people are searching for.
• Find influencers and journalists to collaborate with.
• Pricing: Free version with limited features, paid plans start at $99 per month.

SEOMinion Chrome Extension:

Ideal for: On-page analysis, highlighting links, SERP preview.

Key features:

• Analyze on-page metrics like headings, meta descriptions, and word count.
• Check for broken links (internal, external, follow/no-follow).
• Preview SERPs for your website in different locations.
• Pricing: Free.

SEO Testing:

Ideal for: Experienced SEOs, running split tests and experiments on website search data.

Key features:

• Integrate with Google Search Console to view all organic data in one place.
• Explore pages and identify on-page optimization opportunities.
• Run various tests like split tests, URL structure tests, and long-tail reporting.
• Pricing: Starts at $30 per month for one website.

Majestic:

Ideal for: Backlink analysis, website auditing, competitor research.

Key features:

• Discover backlinks to a website and analyze their quality.
• Explore link opportunities and identify topical trust flow.
• Evaluate competitors’ link profiles and inform your content strategy.
• Pricing: Starts at $49 per month.

SiteGuru:

Ideal for: Running website audits, identifying errors and improvement opportunities.

Key features:

• Easy-to-use interface for finding broken links, title/description fixes, and canonical URL issues.
• Track changes made to your website over time.
• Pricing: Free plan available, paid plans start at $29 per month